From Sydney to Hong Kong, helping two brands to reflect a new-found home in an international network. Delivering their global brand across five cities. This is what we do, well.
Part of a global group
With over 90 years of heritage, Australand is a brand Australians are familiar with. So, when it came to rebranding to their international acquirer, Frasers Centerpoint Limited, Frasers Property had to be a brand that borrowed the integrity from the past, while casting a vision for the future.
The integration of Australand’s two brands into Frasers Property meant that the brand had true scale, as it reflected its membership as a part of a global group.
Adopting a brand
The re-branding marks the completion of the integration of Australand with Frasers Centrepoint Limited’s existing Australia business, Frasers Property Australia.
“Adopting the Frasers Property brand aligns us with our international parent company, and reflects our forward focus on optimising the advantages of our integrated Australian business,” said CEO Rod Fehring.
The new brand needed brand signage, a reception area fit-out and a sky sign, including council approval to be completed within a timeframe of only 6-8 weeks and installed quickly over a weekend.
The scope of works included:
- External and signage
- Entry signage
- Reception hero signage
- Meeting room identification
- Entry pylon
This significant change culminated in the physical rebranding of their multiple corporate office sites over a single weekend, Staff were to walk out as Australand on Friday and walk in on Monday as Frasers. This was not a simple feat. Each office space had an individual layout, each location needed a site-specific solution designed.
Using our multi-site experience and expertise in the design, procurement and management of a brand implementation of this scale, we were able to ensure the branding in physical spaces was transformed in a weekend change-over. It was truly reflective of Australand’s new brand and visual identity, Fraser’s Property, specific to each site and delivered within the required time frame.
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